Starbucks now has an opportunity to reward loyalty automatically, without resorting to cards. It could even handle gift cards through Square, which would be great because the $25 iTunes card my kid got for Christmas was already compromised and didn't work. Doing this centrally, rather than at the edge, thus carries a real consumer benefit for gift-card givers. The "card" itself can just be blank, a token, and doesn't have to go into your